garnier uses humor to engage its consumers....garnier is one of the main beauty brands in mexico. as...
TRANSCRIPT
Garnier is one of the main beauty brands in Mexico. As part of the L’Oréal Group – one of the world’s leading beauty companies – Garnier combines innovative technology and natural ingredients in a wide range of skin and hair products.
Garnier uses humor to engage its consumers.With the campaign #YoSudoCuando, the Brand generated conversations around embarrassing situations when people sweat.
#YoSudoCuando
Results for #YoSudoCuando
@charlies...Charlie Sheen
@Gwyneth...Gwyneth Paltrow
@garniermxGarnier MexicoPromoted
Trends · Change
#EsteEsMiEstilo#YoSudoCuando#VMAs2013#Fernand#ColorAmorAV#LosMejoresBesosSeDanMiley CyrusRufino Tamayo
Promoted
Results
People
Photos
RT si estás de acuerdo:#YoSudoCuando está terminando lafinal América vs Cruz Azul y quierover más goles! goo.gl/pHXaE
26/03/13 19:37
3 RETWEETS 4 FAVORITES
@garniermxGarnier Mexico
Protection 5 de Garnier estáaverirguando qué te hace sudar,¿alguna idea? Dinos lo que te hacesudar #YoSudoCuando facebook.com/GarnierMexico/...
22/03/13 16:34
27 RETWEETS 7 FAVORITES
@garniermxGarnier Mexico
How does a beauty brand communicate product benefits to Mexican youth?
The brand wanted to reach a new audience on Twitter with the launch of the brand’s official account
@garniermx and develop a multi-channel campaign around the benefits of its Bi-o Protection5 product.
CHALLENGE
The brand used Promoted Accounts to establish and spread the word about its presence on Twitter.
To reach the right users, the Promoted Account was targeted by @usernames related to relevant
sports teams, singers and celebrities.
To amplify its message, organize conversations and achieve massive reach, @garniermx launched a
Promoted Trend with the hashtag #YoSudoCuando. It supported the trend with
Promoted Tweets targeted by interests like fashion, beauty and technology featuring original content.
The content described real-life situations users could relate to like the end of a big soccer match, and
encouraged them to share their own experiences.
@garniermx monitored the user-generated stories that included the #YoSudoCuando hashtag and
identified common experiences shared by users to create a video.
SOLUTION
Promoted by Garnier Mexico Promoted by Garnier Mexico
TESTIMONIAL
TIP
With Promoted Tweets, boost a campaign that encourages participation from the audience. Organize conversations about its new product with the Promoted Trend and reach a new, young audience and engage them in one-to-one conversations on Twitter.
+
“For the #YoSudoCuando campaign, we used Twitter as core platform to generate engagement with the brand and awareness of our new product Bi-o Protection5. We created an organic conversation with our target audience, since we used a fun and day-to-day tone to communicate with the user. In addition, we gained valuable insights. It was a clear example of how to leverage social networks to address our consumers in a creative and original way.”
Gregory RecoingDirector of MarketingGarnier Mexico
Gracias a los 50mil Tuiteros que hicieron posible este video.¡Búscate! bit.ly/1a2pBzO
04/07/13 9:46
Promoted by Garnier Mexico
104 RETWEETS 64 FAVORITES
@garniermxGarnier Mexico
YouTube @YouTube
@IMSCorp | [email protected]
www.imscorporate.com
Contact us to learn more about the possibilitiesthat Twitter offers for your business.
USE CREATIVITY AND HUMOR.
#02OWN THE
CONVERSATION
#01CONNECT WITH YOUR AUDIENCE
THROUGH THEIR INTERESTS.
#03
Spark conversation with a
fun, inclusive and relevant
hashtag that maximizes
engagement as a
Promoted Trend
Target Promoted Tweets to make
sure its message reached a
receptive audience. Gain new
followers and increase brand
awareness among relevant users.
Connect with consumers by
humanizing your brand on
Twitter. Focus on a common
experience we all share and use
humor to capture attention.
RESULTS
new followers from Promoted Account
interactions during the campaign
| |68.3 K13.5 K#YoSudoCuando
mentions
53.6 K
KEYS TO SUCCESS
The Promoted Trend had a 2.59% of participation and many Promoted Tweets achieved engagement rates that were higher than the average for the country.+